Due to rapid technological changes, public relations and marketing practices are changing. Precisely because the focus is increasingly put on digital forms of communication, there is a need for new tools and different approaches to target groups which lead to a new approach to content creation. The consequence of the digital age is the mass media and a large amount of information and messages sent to the public. Due to the great amount of information that reaches the audience every day, the need for differentiation and individualization is greater than ever. In order to maximize the impact of messages sent to diverse publics, multidisciplinarity and integration of related areas has taken place to meet the demands of a saturated market. It requires that public relations adopt some of the parameters that have recently guided marketing and neuromarketing. The basic starting point of neuromarketing is to continuously conduct research on how the public really responds to messages, as new data shows that people most often make decisions at a subconscious level. Therefore, in this thesis neuromarketing will be presented in more detail as a relatively new discipline based on psychological knowledge about audience perception. The results obtained from the brain activity of the respondents give answers to how the public really responds to a message. Technological changes have created media and tools that use both disciplines and intertwine through them, and our hypothesis is that this integration of marketing and public relations that will be proven by research.